Ask These 3 Questions Before Creating a Marketing Message

Today, most buyers prefer to engage electronically before they meet with anyone face-to-face. In fact, it is becoming increasingly clear that the sales process no longer starts with the first face-to-face meeting—buyers are doing their research before allowing anyone a spot on their calendar, so an effective messaging strategy is now a key component of an effective sales process.

In a blog post on hbr.com by Steve W. Martin, he explains: “Successful communication is the cornerstone of all sales. Winners have the ability to tailor compelling messages that resonate with the various evaluators across the organization.”

Before crafting any message, it’s important to be clear on the answers to these three questions:

(1) Who is your ideal client?

(2) Why should the prospect buy from you as opposed to your competitors?

(3) What problems does the prospect have that you can solve?

Buyers demand value from you up front, even before they meet you, so top producers must learn to frequently and consistently convey how they create value for businesses beyond the placement of policies. Answering these questions will position you to develop client-focused messages that pique curiosity, affirm your expertise and prompt the prospect to say, “I want to hear more.”